‘Pardot in Salesforce’ can mean many different things. We could be referring to Pardot data syncing to Salesforce fields, showing Pardot data in Lightning components, unified access (single sign-on), or the ability to manage ‘marketing assets’ from Salesforce.
To add to the confusion, Pardot has been moving ever closer to Salesforce over the past 3+ years, meaning that new features (and terminology to go with them) have replaced previous ‘Pardot in Salesforce’ features, now becoming legacy.
Here is the list I put together of the ways Pardot can make an appearance ‘in’ Salesforce.
The list required updates to include new releases, only half a year after the original publish date, which proves that nothing stands still for long in Pardot! If there are any missing, please let me know in the comments.
Pardot Lightning App
The Pardot Lightning App release marked a key milestone in the evolution of Pardot, bringing it into the Lightning Experience look and feel.
Users access Pardot through the Salesforce App Launcher as ‘Pardot – B2B Marketing Automation’.
Tabs appear along the top navigation bar. You can mix-n-match Pardot-specific tabs with Salesforce object tabs to the ‘seamless user experience’. For example, you can have Pardot-specific tabs (eg. Pardot Settings) with Salesforce object tabs (eg. Campaigns) in the same view.
Note: the app ‘Pardot’ is the legacy app. After you install the Lightning App, I would recommend removing the old app.
Pardot Login and SSO
Pardot decided it was time to double-down on security with how users were accessing the tool.
‘Single sign-on’ (SSO) means that users log in once and have their access to both Salesforce and Pardot validated; users login to Salesforce, and log in to Pardot at the same time.
It’s been an evolution of Pardot/Salesforce user records and how they are admin’ed. Originally, an admin needed to map a Pardot user to their Salesforce user record. Next, ‘Salesforce User Sync’ functionality moved user maintenance into Salesforce (creating users, defining the user profile) if that individual had a Salesforce license assigned to them.
Now we have arrived at the point where there will be no more Pardot-only login (the login screen below). All Pardot user management has moved to Salesforce. After the Spring ‘21 release, there will be no more Pardot-only users (Pardot-only users need to be transitioned to a ‘Salesforce Identity License’ before February 15, 2021)
Pardot Field Data
Data sync is how Pardot data gets into Salesforce fields, and as a result, becomes visible to users in Salesforce.
There are 3 ways you can bring Pardot data into Salesforce using fields:
Proprietary fields: these come pre-configured with the Pardot AppExchange Package. Their sync behaviour is set, and they are not customisable. Examples: Pardot Score, Pardot Grade (plus others in the image below).
Default fields: these also come pre-configured and mapped to Salesforce lead/contact fields. However, you are able to remap the Pardot fields to other Salesforce fields (not recommended) and define the sync behavior for the field (which determines the master system). Examples: Department, Industry.
Custom fields: you are able to create additional fields in Pardot, then map these with Salesforce fields. This includes defining the sync behavior for the field.
Engagement History Components
(and Pardot Activities)
Engagement History refers to the activities that Pardot Prospects make, eg. email opens, form successes (submissions), landing page views etc. These are synced to Salesforce leads/contacts.
Add the Engagement History Component to Lightning Record Pages, in the sidebar (like shown below) or any other regions on the page you can add components. I’ve seen it work well as a new tab within the page, just like ‘details’ and ‘chatter’ appears in the example.
Note: Pardot Activities, Pardot List Membership, and Pardot Social Data are all legacy! These are built on Visualforce, which does not share the same look and feel as Lightning and are not as flexible (because they are based on an older framework). If you have the Engagement History Component, then you do not need ‘Pardot Activities’.
Add to Pardot List/Engagement Studio List
‘Add to Pardot List’ does what it says on the tin, as in it’s self-explanitory. Thanks to this standard quick action, you can add a lead or contact to a Pardot list from their Salesforce record, or add multiple at once from a Salesforce list view.
A bonus: you can add the prospect to up to five lists at a time, and view related engagement program information, if it’s applicable.
Note: this has replaced the legacy ‘List membership’ Visualforce section, which I’ve preserved in history here:
Engagement Metrics Components
Now we turn our attention away from Leads and Contacts, and towards Salesforce Campaigns.
With Salesforce Connected Campaigns, Pardot customers can sync all activities happening on Pardot marketing assets (emails, forms, landing pages etc.) into Salesforce campaigns.
These are displayed in a Lightning Component called ‘Engagement Metrics’, see this tutorial to add the component to your Campaign Lightning Record Pages.
There’s a switch worth noting (highlighted in yellow). This special switch ‘Include Child Campaigns’ means you can instantly view metrics such as the Email Click-Through Rate, Marketing Form Submission Rate, etc. for the whole hierarchy.
Marketing Asset Related Lists
The Engagement Metrics reporting needs a data foundation, only possible thanks to Marketing Asset Sync. The following Pardot objects are now syncing as Salesforce objects:
- Landing Pages
- Marketing Forms
- Marketing Links
- List Emails
We can relate these to Salesforce Campaigns and report on them using Salesforce reports.
These are known as ‘related objects’ and are displayed on the campaign page as ‘related lists’. See this tutorial where I build a Custom Report Type for Landing Page performance.
Engagement History Dashboards
Not only are details about the landing page, form etc. synced to Salesforce, but details about how Prospects interacted with it are too – whether they viewed, clicked, or more.
Above: the Engagement History dashboard on a Salesforce campaign.
You can view show campaign activity via the Engagement History dashboard on the following:
- Opportunity ( ← a game changer!)
These out-of-the-box dashboards enhance Pardot Campaign Reporting. The setup effort is low, yet the value added is high; all you need to do is add them to your page layouts!
Read this tutorial for more information.
Above: the Engagement History dashboard on a Salesforce opportunity.
Matched Leads Component
The matched lead component doesn’t get much of a look in, in my opinion. This component sits on an account page layout, and uses a matching rule to seek leads that should be converted into contacts belonging to this account. The rule does this by using the lead ‘Company’ field and to match the account name.
You can imagine that when it’s placed on to an account page sidebar, a user will be able to identify when incoming leads should belong to the account; however, it’s important to consider how your business should use it. There is no ‘one size fits all’; some leads should be kept as leads (and not converted by someone looking at the account). Should users be making that independent decision? Or does the lead need to go through a set qualification and lifecycle, with no shortcutting allowed?!
Pardot Einstein, made up of 4 ‘products-in-a-product’ come with their own fields and components.
- Einstein Behavior Scoring: displayed in a Lightning Component, which you will need to ‘drag-and-drop’ on to Lead page layouts.
- Einstein Campaign Insights: displayed in a Lightning Component, which you will need to ‘drag-and-drop’ on to Campaign page layouts.
This post has compiled a list of the way Pardot can be ‘in Salesforce’ – whether referring to Pardot data syncing to Salesforce fields, showing Pardot data in components, unified access (single sign-on), or the ability to manage ‘marketing assets’ from Salesforce.
While this post did promise you a ‘complete list’, it’s possible that I have accidentally forgotten a few items, especially new or changing features. If I have, please leave a comment below!